The Canterbury-Bankstown Bulldogs have unveiled a brand new logo that has divided fans. The Australian rugby club claims that the design is rooted in the team’s 90-year heritage, but loyal supporters are unconvinced, calling it “awful” and “embarrassing”.

As with any rebrand, trying to please everyone is next to impossible, but sports fans tend to be particularly opinionated when it comes to their favourite teams. Rooted in nostalgia and team spirit, rebranding sports logos is much more than a redesign – it’s an evolution of identity.

Canterbury-Bankstown Bulldogs logos

(Image credit: Canterbury-Bankstown Bulldogs)

Since 1978, the Canterbury Bulldogs’ logo has featured an iconic illustration of a staunch-looking pooch against a shield emblem. Despite a slightly altered design between 1998-2004, the full-body bulldog logo has been the prominent look for decades.

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The new logo takes inspiration from the ’98 design, featuring the head of the bulldog. With a modernised feel, the cartoon-style look is replaced by a clean illustration of a fierce-looking hound subtly sporting the club’s insignia on its collar.

Canterbury Bulldogs logo explainer

(Image credit: Canterbury Bulldogs)

“We’re incredibly proud of the design and believe it strikes the right balance between paying tribute to our 90-year legacy and capturing the energy, ambition and unity that will define our future,” says Bulldogs Chief Executive Officer Aaron Warburton in the team’s official press release.

For more creative inspiration, check out our logo design tips or test your skills with our ultimate logo design quiz.